Dear subscriber,
Question: What do you call a 50-year-old nerd?
Answer: Boss.
Yup, little did the school bullies in the ’80s and ’90s know, the nerds and geeks were going to pretty much rule the world in the 2000s and beyond.
The truth is, if you’re a wiz with numbers and technology, you have a huge advantage.
Just look at how the modern business world works. It’s technology and finance combined. Thus, the richest people in the world either control the technology or the money. Or both!
Now listen:
Today, I’m gonna do something different.
I’m going to cater my writing style to the geeks and nerds amongst you.
True.
I know, I’m considerate like that. For example, I only use disabled parking when I’m getting takeaway and not dining in.
I just hate people who are entitled.
Well anyway…
Let’s dive into today’s email, shall we?
Yesterday we talked about how humor can help you sell, and sell at higher prices. Today we’re gonna have a look at the science behind humor and why it works so well.
Oh. Sorry. I forgot.
Let me put that in geek speak:
Let us delve into the content of today’s correspondence. As discussed in our previous session, we explored the profound impact of humor on sales efficacy, particularly its correlation with heightened pricing strategies. Today, our focus will shift towards a scientific examination of humor itself, elucidating its mechanisms and elucidating precisely why it serves as such a potent tool within sales contexts.
Sheesh, I’m exhausted already.
For those who are still reading, here’s the science:
In a dissertation published by Valerie L. Wang, in 2017, on the topic: Humor Usage by Salespeople: A Socio-Psychological Inquiry of Antecedents and Outcomes in Professional Selling, she talked about the Incongruity-Resolution Theory which was developed by Berlyne (1960). According to this theory, when humor is injected into a conversation at a time when the recipient least expects it, it creates an incongruity, taking them by surprise.
OK. Enuff!!
I’m done talking like a science professor.
Look, this “Incongruity-Resolution” is just a smarty-pants way to say that when you use humor, you grab people’s attention because humor uses surprise and the unexpected.
Now for the biology:
When a prospect laughs, there’s a biochemical party that happens inside their brain. This releases a dopamine dump that floods their body giving them a sense of happiness and connection. Suddenly, they’re feeling good, they’re feeling connected to you, and guess what?
They start feeling pretty positive about whatever you’re selling too.
The science is in, people buy, and pay more when they’re feeling good.
But what if you have the charisma of a coma patient and you couldn’t tell a joke to save your life?
Well, I’m not gonna lie, that’s kinda of a tough row to hoe, but if anyone can get you to start writing or speaking funnier, it’s Papa Maverick.
I have given this topic a lot of thought.
And I have broken down what makes something funny, how to come up with your own jokes, and how to pepper them throughout your content.
Where can you find this teaching?
Right here: The Maverick’s Email Playbook
Your friend,
Kelvin
Email Marketing Maverick
